We want to create a place where creative work can be done, even in rural areas. | mitone design. [GOTO-CHI CREATIVE! Kochi Edition]

A bungalow deep in the mountains of Kochi is now an office.

Mitone Design started when Unionnet established a satellite office in Umaji Village, Kochi Prefecture.

Maruyama:Originally, UnionNet had a staff member from Umaji Village, and ever since that staff member joined UnionNet, they kept saying, "I want to go back to my hometown" (laughs). I thought, "It must be a really nice place if they say that much." Moreover, the father of that staff member's friend was the mayor of Umaji Village.

Our interaction began when we discussed wanting to redesign the local tourist center's website, and since then I've visited the area several times.One day, someone from the town office asked me, "Are you interested in a satellite office?"The village mayor also suggested, "There's a two-story bungalow nearby, why don't you try using it?" Since I myself was interested in regional revitalization, I decided to give it a try, and that's how it all started.

Mitone Design basically operates with a team of three. There's Maruyama-san, and then there's designer Yasuoka-san and photographer Hamasaki-san, who are full-time employees at the satellite office.

Maruyama:That's right. Ms. Yasuoka is a graphic designer who has worked at a production company in Osaka, involved in creative projects for a wide range of fields, including major corporations. Mr. Hamasaki is a photographer skilled at naturally capturing the atmosphere of people and landscapes. I am involved in management, public relations, and practical operations.

Yasuoka:I'm from Kochi Prefecture, and I worked in design in Osaka for about 10 years.Since that time, I've wanted to do "regional design."After that, I returned to Kochi as a freelancer, but I started to think, "I want to have colleagues who can create things with the same perspective." It was at that time that I saw the job posting for Mitone Design, and I decided to go and hear what they had to say.

Hamasaki:I'm originally from Kumamoto, but my previous job was at an interior design company in Fukuoka, where I was in charge of designing product pages and directing product photography. Since I grew up in the countryside, I wasn't very interested in living in the city. I wanted to work in a more natural environment that suited me better. That's when I heard about setting up the Mitone Design office, just like Mr. Yasuoka, and I thought, "This is it!"

Umaji Village: A village of 800 people where decision-making is quick.

What kind of village is Umaji Village?

Maruyama:Located in the mountainous region of eastern Kochi Prefecture, this small village of about 800 people (as of 2025) is nationally famous as the "Village of Yuzu." The "Umaji Village Agricultural Cooperative" in particular has a strong brand presence, and its product range, including "yuzu drinks," "ponzu sauce," and "yuzu cosmetics," has garnered many fans.Another distinctive feature is that the village's brand strategy and product development are planned and executed within the Umaji Village Agricultural Cooperative, rather than being left to the government or consultants.The product packaging, copy, and catalogs all originate from the village. This is something that surprisingly few other municipalities can do, and I think the most interesting thing about Umaji Village is that "we can talk about our village in our own words."

Yasuoka:For about the past year, I've been participating in a temporary community where women of my generation casually discuss "How can we make Umaji Village a better place?""People say that Umaji Village has a high level of mental and physical well-being."The babbling of the river and the chirping of birds evoke a sense of seasonal gradation, rather than just four distinct seasons. I believe this has a significant impact on creativity.

Incidentally, the community has about six members, and they gather to discuss various topics, including people from agricultural cooperatives and the construction industry, each with their own unique skills.

It's impressive that they're planning and executing their village's brand strategy and product development themselves, rather than leaving it to the government or consultants.

Maruyama:Since it's a village with a population of only 800 people, I think the decision-making process is simply fast. Everyone takes pride in their village and has a strong desire to protect their land, which I believe contributes to their proactive and swift decision-making.For example, if you live in an urban area, the main focus is "living," but in Umaji Village, I think there's an added element of "being involved" with things like yuzu and tourism.I think.

Yasuoka:That's right. Because of the compact size and close proximity that are unique to a village, things get decided very quickly. If someone in the community says, "It would be nice to have a place where we can work remotely," the matter is immediately brought up to the village chief, and it can be realized within three months.

Umaji Village was originally a place where forestry was thriving, but when that was in decline, the village decided to shift its focus to yuzu production, showing a decisive spirit. Even within the community, while discussing what would happen if the yuzu crop ran out or the population decreased, they say, "This village has always been able to adapt to changing circumstances, so if we all put our heads together and come up with ideas, we can adapt again in the future."

I want to carefully cultivate "relationships" rather than just "numbers."

Now, let's talk about the work of Mitone Design. First, let's talk about their Instagram magazine, "UMAJI journal. "

Hamasaki:"UMAJI journal" is a project from Umaji Village.Until then, although Umaji Village had social media accounts for communication, it hadn't made much effort to gain "new fans outside the village," and in addition, it faced the challenge of gradually declining recognition among younger generations.Given this background, the Umaji Village Office asked us to "create a media platform to disseminate information to young people," so we launched an Instagram-based media platform that primarily targets women outside the village.

The concept is "Making holidays a little more enjoyable through Umaji Village." Updates are made once a month, and we create the plan by bringing together ideas from both the village office and ourselves at our monthly meetings.

For example, our recent feature, "Exploring Yuzu Village by Bicycle," takes place in Umaji Village, a mountain village with many ups and downs. Since it's difficult for tourists to get around on foot, the village has started renting out electric bicycles. The ideas for our features naturally take shape from conversations like that.From planning and concept development to photography, design, and updates, Yasuoka and I handle everything ourselves.

Yasuoka:Since it's a very small village, the content is quite limited.But because we live in Umaji Village, we are able to delve deeper into the theme of "Umaji Village."Since we create everything ourselves, even when the theme is playing in the river or climbing mountains, we ourselves play and climb to our hearts' content. We want viewers to think, "I want to go there," so we fully enjoy the interviews and filming as well (laughs). Lately, we've been getting more and more responses from young people all over the country saying, "I came after seeing it on Instagram."

Next up is Tsukiumi Salt Company.

Yasuoka:Tsukiumi Salt is a salt producer that cultivates salt using only the power of nature, producing "completely sun-dried salt." The salt, which takes 3 to 4 months to produce, is rich in minerals and has a rich umami flavor. It is very popular, but production is limited, and until now, most of it has been distributed for commercial use. As a result, there haven't been many opportunities for the general public to easily enjoy it.

Amidst all of this, the representative approached us with the request to "let more people taste this salt" and "create packaging that would make it suitable as a gift," and we agreed to help with the branding. As we talked more and I experienced the scenery of the salt factory by the sea, I felt that Tsukiumi Salt's salt had a gentle and clear taste, just like the sea itself.I wanted to convey that impression honestly through the design, so I proposed packaging that gently captures the ever-changing scenery of the sea.From there, we expanded to include logos, business cards, and leaflets, providing comprehensive branding support.

Next up is the Monet's Garden 25th Anniversary Project.

Yasuoka:Monet's Garden Marmottan in Kitagawa Village, Kochi Prefecture, is an officially licensed garden facility that recreates Monet's garden in Giverny, France, and it celebrated its 25th anniversary last year. To commemorate this anniversary, Mitone Design was in charge of video production, original merchandise creation, and train advertisements.

First, we received a request to "document Monet's garden throughout the year on video," so we started filming. Hamasaki-kun carefully followed the seasons and took many photos over the course of a year.

At the same time, we were asked to create anniversary merchandise, so we commissioned illustrator yamyam to create illustrations, and produced a variety of goods including T-shirts, eco bags, and sketchbooks. For this occasion, we also produced posters that made use of the beautiful scenery of the garden, expressing the unique charm of light and seasons at Kitagawa Village's "Monet's Garden" Marmottan as a visual to commemorate the anniversary.

After that, we also received a request to take over the advertising space inside a train. At that time, Hamasaki-kun had already accumulated some photographic material, so I suggested that we use that material to create a space inside the train that resembles a "garden."

Maruyama: This is a luxurious advertisement that scatters photos taken by Hamasaki-kun during the four seasons throughout the entire train car.What's really great is that you can experience Monet's garden throughout the year, not just in one season. I don't think you could spend this much time on a regular train advertisement.

Whether it's the "UMAJI journal" or the 25th anniversary project, I feel that each and every project reflects Mitone Design's unique sense of time.

Yasuoka:That's right. Of course, we respond quickly when necessary, but even then, we value taking our time and proceeding while discerning the essence of the matter.

Maruyama:Regarding the magazine, since it's a government project, the number of followers is the KPI, so to achieve that, we should increase the number of posts. However, when we consider the meaning of Mitone Design being in charge of its operation, if "numbers" become the only objective, then the reason for asking a small team like ours to handle it becomes less significant.Rather than prioritizing "numbers," the focus should be on carefully cultivating "relationships" that make people think, "I'm drawn to this place and these people, and I can't help but look around," and "I want to come back again."I believe that this is precisely the role that Mitone Design should play.

Mitone Design's theme is "Rooted in the local community."

Now, I've been curious about the bungalow where Ms. Yasuoka and Ms. Hamasaki are staying (※The interview was conducted online, and they participated from a satellite office). Could you tell me about this Mitone Design satellite office as well?

Maruyama:Yes, that's right. The two-story bungalows are definitely a distinctive feature.There's a river flowing right in front of me, and it's only about 30 seconds away from my desk.You can dip your feet in it (laughs). It's a rather unusual creative environment where the boundary with nature is blurred.

Yasuoka:Raccoons sometimes walk past the office (laughs). My typical day starts around 9am, when Hamasaki and I have a meeting to check on project progress. We also have a company-wide meeting once a week, which includes Maruyama.

I take my lunch break around noon, but there are no convenience stores nearby, so I buy ingredients in town and cook in the kitchen.At Mitone Design, we make our own lunch every day.I make dishes using vegetables that people around me share with me, and ingredients I receive from customers' farms. Sometimes I have to work overtime when it's busy, but I can usually finish around the scheduled time. This area has plenty of hot springs, so going to a hot spring after work is one of my pleasures.

Maruyama:Since it's deep in the mountains, it gets really dark once the sun goes down. It's more like a jet black than rich black... (laughs).

You mentioned that you established a satellite office with the aim of creating a "creative production environment." How are you utilizing the office?

Maruyama:One reason is that the bungalows were originally accommodations,Rather than using it as a traditional "office," I'm using it in a way that's somewhere between work and a workcation.I think this is an environment where you can distance yourself from the fast pace and information density of urban areas, listen to the babbling of the river and the chirping of birds, and quietly think or immerse yourself in creative work. It's not something you'd normally imagine, being able to dip your feet in the river during a break.

Also, as Mr. Yasuoka mentioned, when villagers bring us vegetables they've harvested, we sometimes end up chatting for a long time.Mitone Design's theme is "rooted in the community," so interacting with the villagers is also important.It might not be ideal in terms of man-hours and productivity, but that's all part of what a satellite office is all about.

Yasuoka:When we first opened the office, we often talked with the villagers, but they gradually came to understand our habits (laughs). Once they realized we were the type to stay introverted, they surprisingly left us alone. If they thought, "Mitone Design would probably want to participate in this event," they would invite us, and if it was a village get-together, they would invite us but also say, "It's okay if you don't feel like coming!" The people of Umaji Village are good at interacting with outsiders.

About creativity in Kochi

If you know of any projects unique to Kochi, please let me know.

Maruyama:They're not projects, but both are books: 'd design travel KOCHI' and Ryunosuke Kamiki's book 'Kamiki Kochi' are interesting. They're filled with the charm of the local area and the passion of the creators, and I really felt that "tangible advertising materials that you can pick up and touch" are still very much alive in Kochi.

Are there any creators you're particularly interested in?

Maruyama:To be honest, I don't consciously check them out that much, but there are many people who do their work meticulously even before they become creators. Also, there are many cases of people who originally ran businesses in the city center moving and starting businesses, and these people have a very high level of creative sensitivity. If I had to name people, I would say Takemura Design and Planning, and although he is not from Shikoku, I often look at the work of Shogo Kishino, who breathes the spirit of design into things and ideas.

Yasuoka:There are many creators I respect, but among those active in Kochi Prefecture, I would say Shin Umehara and, like Maruyama-san, Naoya Takemura (Takemura Design and Planning). I learned about them when I was a student, and even after moving to Osaka...Reading your books made me realize that I really wanted to do design work in my local community.

Working closely with those who have the authority to make decisions, I carefully convey their thoughts and the charm of the land. Through this kind of work, I hope to spread and preserve the landscapes I love and the important feelings of others. These two people were the catalyst that strengthened this desire.

What do you think the future holds for creativity in Kochi?

Maruyama:Kochi is a region where primary industries thrive, but the shortage of workers to carry them out is a serious problem. That's precisely why I believe there's still so much that creativity can do.I believe what's needed is design and public relations that goes beyond mere aesthetic decoration, taking into account the challenges of the business and the local community, and thinking from a systemic perspective.

If industries are not sustainable, employment and the vitality of the region cannot be maintained. We hope to contribute to addressing these challenges in our own way. Kochi is often ridiculed as a "landlocked island" even within Shikoku, but without excessive expectations, we would be happy if the population increases even little by little. I believe that regions and cultures continue to thrive when people live, work, and connect with others.

Also, information dissemination is really important. I think it's absolutely essential to share information from various angles.It's the same everywhere in rural areas, but they're just lamenting the declining population and lack of job creation, and I think things will get tough unless they commit more to design and public relations.

We want to realize a flexible and strong work style even in regional offices.

I understand that one of the reasons you founded Mitone Design was your desire to "realize a free and strong way of working."

Maruyama:That's right. Even if you call it a "satellite office deep in the mountains,"My goal wasn't simply to "relax in the countryside," but rather to "create something creative, even if it originates from a rural area."

Behind the statement, "I want to realize a free and strong way of working," there was also a sense of unease with the world's "perspective on regional areas." When I launched Mitone Design around 2020, the COVID-19 pandemic had subsided, and remote work was beginning to spread in the design field. While I saw potential in a guild-like way of working,With the spread of remote work, a certain kind of "effortlessness" has emerged, such as the idea that you can "make money easily."

But design work is by no means an "easy job." Rather, it requires deep thinking, overcoming numerous obstacles, and bringing your ideas to life. It's a job where self-reflection is essential.

Maruyama:The areas where I felt I had particular challenges were "sales skills" and "customer acquisition skills."The trend of companies in urban areas adopting remote work or establishing regional offices ultimately boils down to the reality that "regional areas are doing the work done in urban areas."If high-skilled jobs are handled in urban areas and other part-time work is done in rural areas, then ultimately, creators in rural areas will be unable to compete at a national level.

That's why even if it's a regional base, it needs to be a base that can compete on equal footing with the rest of the country.At Mitone Design, we aim to create an environment where individual strengths can be maximized, and to strengthen our sales and customer acquisition capabilities, so that even our regional offices can effectively communicate with the outside world.

I see, so Mitone Design's fundamental principle is to create a base in a regional area that can compete nationwide.

Maruyama: I've always felt frustrated that even though there are so many attractive people and companies in regional areas, their value isn't being properly recognized.As someone in charge of recruitment, I've spoken to many people from rural areas who are troubled by things like, "I want to go back to my hometown, but there aren't any good design companies," or "Creative jobs only exist in big cities." This has made me increasingly question the state of "creativity in rural areas."

In rural areas, a lot of tax money is being invested in the development of IT talent, but even if people acquire skills, it's meaningless if there are no places to work. As a result, talented people end up leaving the area. That's why I want to create places where people can work with enthusiasm, even in rural areas.

I want to create things that foster a sense of attachment and take root in society.

Please tell us what you would like to do in the future, both at Mitone Design and as individuals.

Yasuoka:I feel like I'm finally able to do what I've always wanted to do at Mitone Design, and I'm very satisfied right now (laughs).However, recently I've been thinking that "design in local communities" might still seem a bit too challenging for some people.For example, when I speak directly with business owners, I find that everyone has their own goals and challenges. However, when it comes to actually "consulting" them, I often hear them say that it feels like a high hurdle.

So, going forward, I'd like to create spaces where people can feel more comfortable approaching me, like an open office.

Also, something I'd like to do personally is to try my hand at "making and selling things" myself. When I talk to people in the community, I hear a lot of stories that could be the seeds of ideas, such as "there's leftover tree bark that goes to waste" or "there's leftover oil from wild boar hides."

Up until now, I've mostly been in charge of planning and design, but I feel like I can gain a different perspective by trying my hand at sales and distribution myself.I believe this will definitely benefit our client work and also the local community. First, I'd like to start with some kind of upcycling initiative that utilizes natural materials.

I see, so it's input from nature, which is different from input from the city. How about you, Hamasaki-san?

Hamasaki:Mitone Design has primarily worked with corporations and schools, but recently we've seen a gradual increase in inquiries from smaller businesses that create things themselves, such as Tsukiumi Salt Company and vegetable farmers. We'd like to increase our support for these kinds of people. In such cases, we often receive inquiries from the very beginning, before they even have a logo, so we'd love to take on more projects where we can work alongside them from the initial stages, collaborating and thinking together as we move forward.

Personally, as a photographer, I'd like to try out a variety of things.First and foremost, I want to put down more roots in Kochi, the place where I live.There are still many areas and relationships I haven't yet explored, and I want to delve deeply into the unique activities and work of this region. At the same time, I hope to broaden my perspective and range of expression by working with people from various regions, not just Kochi, but also Shikoku and across Japan.

Finally, Mr. Maruyama.

Maruyama:It's simple, but one of my goals is to "spread the charm of the region through the power of design." To achieve this, I want to engage more with local people. At the same time, I also want to actively participate in projects outside the prefecture. I want to continue to innovate in how I communicate so that I can disseminate creativity with a broader perspective while making the most of the natural environment. My desire to create things that are rooted in society and that foster a sense of attachment will never change.

And ultimately, it's not just about creating a base, but about "creating a place where creative work can be done" in a "regional area."This should increase the options available to creators, and that's the origin of Mitone Design. We'd be happy if we could show through our work that "even a design office deep in the mountains can produce creativity that rivals that of a city."

That's all!

This concludes our interview with Mitone Design. What did you think?

What left the biggest impression on me this time was,First, I think there's a greater need for people to "do design work locally" than we might realize.I think one reason for this is that more companies are adopting remote work, making it easier to do so. However, according to Mitone Design, that alone isn't enough to get creative work done.

That's why Mitone Design is trying to change "local design." Yasuoka and Hamasaki were the first to take that step, in particularThe fact that Yasuoka, who had previously said he wanted to design locally, now says he is "very satisfied (with Mitone Design)" supports this.That's what I thought. Perhaps we'll see more "companies rooted in the local community" like Mitone Design in the future.

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If you enjoyed it, we would be delighted if you could share your thoughts on social media or elsewhere.

"GOTO-CHI CREATIVE!" has traveled to Sapporo, Nagasaki, Niigata, Kyoto, and Shikoku so far. Where should we go next? There are still many places we haven't visited. If you have any suggestions, please let us know about "local creators" who are active in your respective regions. We'll come and interview them.

Thank you for reading all the way to the end.
Have a wonderful day!
This was the iDID Magazine editorial team!

*This interview is a collaborative project with the October issue of Web Designing magazine, which will be released on August 18th.Web DesigningHere's a summary version; you can read the complete version in this note.